Molton Brown Debuts Luxury Fragrance Collection

TOKYO — Molton Brown is flexing its perfumer muscles with the launch of a new luxury fragrance line, inspired by the famous scents of its bath and body care offering. The company’s president, Mark Johnson, said he wants people to think of the brand first and foremost as a fragrance brand in the future. “The reality of it is that we have always been perfumers,” Johnson said. “But because we’ve provided a sensorial experience of fragrance through our shower gels and our hand washes, we fell into the trap that consumers and industry partners all thought of us as a bath and body brand.” Now, the label has taken its fragrance credentials and translated them into a series of rich, unique unisex scents created under the notion of “by individuals, for individuals.” Johnson said perfumers were given complete creative freedom, and the brand does not engage in benchmarking, panel testing or similar methods of honing and selecting scents. “Why is this important? It’s because we believe that panel testing, that limiting of creativity, that reworking of fragrances frankly lead to the lowest common denominator of fragrance and everything smelling alike,” the executive said. Johnson called the fragrance release “arguably the biggest, most important

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